Fifties rockers were the fashion inspiration of the moment and Universal McCann set out to combine the H&M range's feel for this era with the fun element of shopping to get young trendies into H&M's youth concept stores. The brand sponsored a 50s film season at a cinema close to H&M's flagship store in Covent Garden. An in-store promotion encouraged shoppers to buy more H&M clothes to get the chance to win cinema tickets, while movie-goers were driven to the flagship store where they could recreate the 50s look.